Google Search campaigns
Plan Google Search campaigns around query intent, clear ad copy and relevant landing pages.
Build around what people are looking for
Someone ready to book a service asks different questions from someone comparing options. Group keywords by intent and business goal. Give each group an ad that makes a specific offer and a landing page that explains it.
Review queries and the ad message
Check the search terms that trigger your ads regularly. Consider negative keywords for unrelated terms. If your ad makes a statement about price, scope or delivery, make sure the landing page provides the same information.
Measure outcomes that matter to the business
Define valuable conversions, such as a phone call, qualified enquiry or completed order. Once you have enough data, compare query groups by cost and qualified outcomes. Use that comparison to decide where more budget would be useful.